Flowers Foods has seen the sale of its Tastykakes products rise 20% year over year in the last fiscal quarter, but a return of Twinkies may cut into that growth, analysts say. Twinkies return July 15 into a U.S. cake market that has already shrunk by 5% year on year for Flowers. The company will relaunch the Hostess Wonder bread brand it agreed to buy, but the market for white bread has also shrunk as about 30% fewer Americans ate white bread since 2000.

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